August '22

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G R A P H I C S - P R O. C O M 2 0 2 2 A U G U S T G R A P H I C S P R O 6 1 for manufacturers to compete. "From a production standpoint, all end users see is an Amazon product ordered via Prime and delivered the next day. So, when a customer comes to us with a request for 500 flags as giveaways at an event the following week, they don't understand why we can't turn them around in 2-3 days-time. It becomes a classic, 'eir crisis is now our emergency' scenario – and it happens a lot," admits Brandon Westmoreland of National Banner Company, a Texas-based manufacturer of stock and custom imprinted pro- motional signage since 1952. "If we want to capture the sale and take good care of the cus- tomer, which we do, then it becomes our job to figure it out. We've shored up production times wherever we can – adding new equipment, a second shift and more staff," Westmoreland adds. "Customer expectations may have changed but at the end of the day, you can only adjust production so much to make things quicker." Kofman agrees shops can only bend so much. Additionally, she sees a tipping point ahead. As con- sumers become increasingly frus- trated with the inferior quality and poor customer service of print-on- demand providers, she expects these customers will turn to expe- rienced shops like hers. CONSUMER EXPECTATIONS Regardless, the banner market must continue to evolve along- side heightened consumer expec- tations, says Josh Robertson, JDS Sign Supply. He confirms suppliers are up to the challenge, continu- ously finding better ways to ensure longer-lasting banners at an attain- able price point, thanks to advance- ments in printing technology. "With the right material, you can print a high-quality image on a banner that can be enjoyed up close," he says. "Banner finish- ing is improving, too. e days of A banner stretched over a light box to create a backlit presentation. (Image courtesy Orbus Exhibit & Display Group) Technological advancements and fine-tuned production methods ensure manufacturers can hone efficiencies while providing customers with variety. (Image courtesy Orbus Exhibit & Display Group) In addition to providing a clean and soft finished look, fabric banners can present vibrant images with low glare. (Image courtesy Orbus Exhibit & Display Group)

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